Jazwares and Kellytoy bring Squishmallows brand extension Squishville to the UK

Jazwares and Kellytoy, a susbsidiary of the global toy company, has launched its Squishmallows brand extension, Squishville to the UK, with presence across major retailers including Argos, Asda, Tesco, The Entertainer, and Smyths.

The launch of Squishville arrives following a surge in popularity of the Squishmallows brand that, since its debut in 2017, has sold more than 73 million units, become a toy sensation on TikTok with more than one billion organic vidoe views on the platform, and sweept awards across the US.

The extensive line of two-inch mini-collectible plush characters, imaginative range of environments, playsets, vehicles, and related accessories will allow children to play along with their squish squad.

Over 150 characters in this new two-inch scale will be available by the end of the year, including unique minis to fuel collectability, along with a huge assortment of new characters. Jazwares will market the toy line through its global distribution channels across mass market, gift, specialty and toy retailers and supermarkets.

Laura Zebersky, president of Jazwares, said:As momentum around the Squishmallows brand continues to thrive, we are thrilled to take this globally adored line to a whole new level with the release of Squishville.

“Squeezable and stylish with big personalities, fans will love these must-have additions which allow consumers to “Squad Up” and “Squish In” with their favorite Squishmallows.”

The Squishville products available at launch feature mini collectible plush, vehicles, and playsets including: Squishville Mystery Mini-Squishmallow with Fashion Item, Squishville Mini-Squishmallow with Vehicle (Planes, Cars and Carriages), Squishville Mini-Squishmallow 4-Pack, and Squishville Mystery Mini-Squishmallow 6-Pack.

The range is completed by the Squishville Mini-Squishmallow 2 Pack with Fashion, Squishville Accessory Set Assortment, Squishville Play Scene Assortment, and Squishville Fifi’s Cottage.

Additional products to build out the Squishville world will debut throughout the year.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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